Navigating OOH Through 2023 And Peering Into 2024

Imtiyaz Vilatra Dec 26, 2023

As 2023 comes to an end, the OOH landscape stands transformed. In this reflection, let’s look at the threads of change & gaze into the crystal ball to discern the patterns that will shape the industry in the coming year.

In 2022, the Indian advertising industry grew by 18.1 per cent and was projected to grow by 14.7 per cent in 2023; and as we reach the closure of this year, the number seems to have been well achieved. However, the reports are yet to be published and we would not be surprised if we see exceeded growth numbers. This is on account of consistent enhancements in media assets and investments by brands across industries.

Trends that Shaped 2023

It was interesting to see non-active brands also showing interest in OOH medium and its power to deliver impact and ROI. The top categories that have been active in 2023 have been BFSI, real estate, automobile & retail. India has been on a tremendous infrastructural advancement with smart city projects and metro connectivity, new terminals, and improved rail connectivity across. Newer and bigger malls and entertainment zones have opened more opportunities for OOH assets across geographies. DOOH media is not only restricted to ambient spaces anymore but also adds up to one’s sight roadside in bigger formats drawing more attention and seeking demand like never before.

Media owners and agencies are all in accelerated gear to match up to international standards when it comes to OOH innovations and scale. The potential and power of DOOH have resulted in larger brand interests and are expected to further expand in the coming years.

Today, we can execute campaigns across geographical borders, without having to be concerned about the local coordinates of a person. We, at Posterscope, have done it for MPL as one of the pioneers. Technology and most importantly the right set of reliable people and connections have enabled this change.

Content is setting new standards with anamorphic and CGI revealing interesting brand stories in person. The availability of live feeds in DOOH and mobile advertising together helps derive clearer metrics to measure the ROI of any campaign.

The Advancements in OOH & DOOH

In 2023, we saw brands embracing the digital realm with the growth of DOOH, blurring the lines between the phygital (physical & digital) world as I like to call it. The medium can now bridge the gap that existed between offline and online.

The advent of Digital Out-of-Home (DOOH) has been nothing short of a game-changer, telling compelling brand stories, and the industry to acknowledge the transformative power of Out-of-Home (OOH) advertising. Brands that once hesitated to embrace the potential of OOH are now not just embracing but evolving into robust OOH-heavy brands. This transformative trend has just begun and is set to gain momentum in the foreseeable future.

The symbiotic relationship between OOH & DOOH underlines the indispensable role both play in the marketing ecosystem, shaping the narrative of brands and fostering meaningful engagements with target audiences.

Programmatic DOOH is going to witness huge growth in the next 2 years to come.

Contextual placements, ambush marketing have all been on top of the game in OOH space.

Creatives are getting brighter, more innovative and more engaging. I’ve always believed that personalisation is the key to unlocking consumer’s attention and with the power of data analytics & artificial intelligence, we can precisely tailor our communication keeping the audience at the center.

Sustainability and Purpose-Driven Marketing

In the wake of environmental concerns and rising social responsibility, brands have pivoted towards sustainable and purpose-driven marketing and the OOH industry is doing its part too.

We’ve executed green billboards, solar-powered billboards, and recyclable flex for our clients. Advancement & automation within the OOH domain not only enhance operational efficiency but also contribute to a reduction in energy consumption during the strategic planning and execution phases of campaigns. I believe that campaigns with a purpose, whether focused on eco-friendly initiatives or around a social cause, not only resonate with audiences better but also help in establishing a powerful & positive brand image.

As we gear up for a better 2024, we look forward to a future where OOH advertising not only captivates audiences but does so with a commitment to sustainability and innovation.

Anticipating 2024

Integrations for the win

OOH has become a strong and integral part of the overall media mix and we have seen it get back its contribution post covid.

Evolution in location-based advertising has not only enhanced targeting but also helped deliver a seamless and engaging experience for consumers, whether it involves promoting a local event promotion, offering personalised discounts, or communicating with contextual messaging to masses.

Personalisation through location-based strategies is poised to elevate the impact & effectiveness of outdoor advertising campaigns.

Seamless integration between the online and offline will become a key trend. OOH campaigns have encouraged audience engagement through QR codes, social media hashtags, or interactive elements on the creative.

ROI Measurement

In 2024, a surge in demand for measurement in outdoor advertising is anticipated. Measurability comes from understanding how the audiences move and the industry is investing heavily in producing strong evidence in its favor. This data-driven approach will ensure meticulous ROI calculations, enabling brands to optimise budget allocations.

Conclusions

The lessons of 2023 echo the importance of adaptability, and as we gaze into 2024, the script promises both challenges & opportunities. The OOH industry is seeing infrastructural, & technological advancements which paint a bright picture for the future.

With every challenge comes the prospect of innovation and an opportunity for us to create something unique. Adapting to change, hoping on the tech wagon, and developing smarter ways of measurement is the way to go.

The OOH landscape is a canvas awaiting the strokes of creativity, fueled by the ever-evolving desires of consumers. As we bid adieu to 2023, let's embark on this journey into 2024 with curiosity and resilience.